Sharing the details of thought and design that went into the Do It Together campaign, this pitchbook serves as a guide to understanding the mechanisms behind how the #DIT movement will be implemented. Designed by Nia Smalls

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1 RESEARCH
8 DO IT TOGETHER
19 HOLIDAY MINI BUILD
27 CAMPAIGN SUMMARY
C H A L L E N G E
To create branded content for UPTV’s
Our Wedding Story, retain audiences, and attract
new viewers through a brand partnership.

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HISTORY
MISSION
Formerly known as GMC TV, Gospel Music
Channel, UPtv is a playful, family-centered
network that broadcasts uplifting films and
shows. Their viewership has reached over
67 million American households as of 2015.
UPtv wants to enterain,
uplift, and inspire audiences.
“Celebrating
life’s biggest
moments.”
POSITIONING
UPtv gets family and they understand the
relationships that define them. They celebrate
the moments and the shared experiences that
bring people together and make each story
unique.
VISION
Through quality entertainment with
authentic, uplifting stories about the
family, they positively portray life’s biggest
moment, reaching viewers’ hearts and
changing the world.
PAIN POINT
UPtv’s Our Wedding Story has received
rave reviews since its’ premiere in 2018. To
increase anticipation and viewership for the
second season of the show, UPtv needs to
find creative ways share the love through
branded content.

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Lowe’s
HISTORY
PAIN POINT
MISSION
PAST CAMPAIGNS
Founded in 1946, Lowe’s began as an
independent hardware store in North
Wilkesboro, NC. They were able to anticipate
the post WW2 construction boom and sold
products directly from manufacturers to
contractors. By 1982, they were serving prod-
ucts to DIYers, homeowners who couldn’t afford
to outsource home improvement.
Although Lowe’s has an arsenal of branded
content due to many long-running series such
as “The Weekender”, they’re missing the
characters and sentimental moments that
make “Our Wedding Story” so engaging.
Customer service and community service are
core commitments at Lowe’s. They want to be
a good neighbor which means being commited
to improving the places that their employees
and customers call home.
“..Committed to
improving the
places that their
employees and
customers call
home.” #ProudMoment
Customers were asked to upload pictures of
their proudest home improvement, from
cabinent fixtures to new bath tiles.

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Community
Trustworthiness
Happiness
UPtv Lowe’sOur Wedding Story
VALUE PROPOSTION
By evaluating the values and ideals that
UPTV, Our Wedding Story, and Lowe’s
offer to their audiences, we were able to
compile a series of words that best reflect
all three entities.
Love
Passion Authenticity
Happine
ss
FamilyPositivityGoodHum
or
Trustworthy Community
D
ependability
GrowthService

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Mr. and Mrs. Anderson, married
for almost 7 years, have recently bought a new
home for their growing family - them and their two
golden retrievers. Being new homeowners, they
want to cut costs by completing minor renovation
projects without a contractor, together.
Debra loves “Our Wedding Story”.
Does she cry at nearly every episode? Ofcourse. Has her
husband become curious about the show and ended
up crying with her? Obviously. “Our Wedding Story” lets
Debra live vicariously through the couples and remem-
ber the excitement of her own prenuptials. Now that her
daughter is considering marriage, Debra is excited for
her new role as the mother of the bride.
The Johnson Family Mr. + Mrs. AndersonDebra Speier
SAMPLE
“OUR WEDDING STORY”
VIEWER
SAMPLE
UPtv
VIEWER
SAMPLE
LOWE’S
CUSTOMER
OUR AUDIENCE
AGE AGES
LOCATION
INTERESTS
LOCATION
INTERESTS
LOCATION
INTERESTS
PAIN POINT PAIN POINT
Mother 37, Father 35, ChildAGES
San Francisco, CA Cincinatti, OH Athens, GA
Home Improvement, Building their
family, Enjoying the company of friends
Mother 54 Wife 33, Husband 42
The Johnsons’ have typical family fights -
where to eat for dinner, where to vacation, which movies
to watch. UPtv’s uplifting programming allows for the
Johnsons to stop fighting over the remote. With positive,
family-conscious content on all platforms, the family can
enjoy fun, positive entertainment together
PAIN POINT
AGES
18 - 65
INCOME
$45k - $125+
Essentially, EVERYONE
HOUSEHOLD
40% have children
COLLEGE
45% have bachelor’s
Going to parks, Attending Little
League, Learning new things, Visiting aqauriums
Gardening club, Botany, Walking,
Cycling with friends, Visiting her daughter

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After watching two episodes of
OWS, which resulted in tears
and laughter, we developed
individual mind maps. With
all of our relevant images and
keywords together, common
themes began to reveal
themselves giving us
direction for ideation.
“I knew you were
the one from the
moment we met”

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Lowe’s visual identity system
represents the integral structures that
customers seek to build at home. Their
logo is made from straight, oblique lines
which contain a strong, navy solid. These
elements make the brand appear more
reliable.

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By bringing Season 1 “Our Wedding Story” couples
into home improvement entertainment, audiences
can enjoy the extension of a couples’ story while
learning a new craft.
CONCLUSIONS

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DITDO IT TOGETHER
RESEARCH
WRITING
AUDITIONING
FILMING
POST-PRODUCTION
PRE-PRODUCTION

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Throughout the winter, we watched and
analyzed a variety of Home Improvement
and DIY television series. Taking notes of
what we liked and what we should avoid,
our team grasped a better understanding of
how we wanted to shoot the Do It Together
interstitials.
RESEARCH

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“I based the
characters off
of the actors.
Since I knew
them personally, it
allowed me to easily
develop their on-air
personalities ”
The narrative came from the Do It Together project and the chronological
construction of the mirror. Most of the story was already there, Morgan simply
fine-tuned the dialogue to give the script a warm, uplifting tone.
WRITING

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We searched far and wide for the best couples to
perform for the Do It Together project. From actors,
to real couples, to best friends, we screen-tested for
genuine warmth and chemistry that could engage an
audience and carry a show.
AUDTIONING

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DIRECTION
SET DESIGN
The piece used for the DIT project had to be
meaningful within the couples’ story.
The left panel labelled “Past” holds images from the
couples history, including old letters, photos from
their proposal, and images of their parents.
The center panel, “Present” is intricately designed
with an art deco inspired pattern. It reflects the cou-
ples’ presence in their space.
The right panel, “Future” is dedicated to the couples
goals. These images consist of where they want to
go or what they want to accomplish together
“I began my process by reading the
script to understand the narrative and
plan how to visually represent it.
Secondly, I broke down the script and
annotated what kind of shots would best
capture moments in the script. Next, I
PRE
PRODUCTION
drafted a shot list of what would
be A and B roll. I then proceeded to
storyboard to create the visual repre-
sentation of how each shot would be
captured”
-Makumbi Muleba, Director

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FILMING
Even though we had a completed script,
there are still elements of surprise on a set.
With late notice, a talent had to leave early,
and a script rewrite was necessary. We con-
densed the story and captured the charm
and warmth the UPTV programming.
After planning everything, we went
to film the project with the cast and
crew at the chosen location. Before
the talent arrived, the team devel-
oped a shotlist to ensure where each
shot would be taken and how long
we would spend on each shot. We
filmed the project then collected and
organized each of the memory cards
to store and backup the footage.
SHOT LIST

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The original footage was cut,
color corrected, and leveled by
the director, Makumbi Muleba.
The team critiqued three
iterations of Makumbi’s edit to
make sure that we were pulling
the best footage from the shoot
into the promo. Charming looks
or cute interactions between
the actors were our priority
to find for the final edit.
POST
PRODUCTION
EDITING
Makumbi’s editing notes.

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Makumbi’s edit was then sent to
Nia for graphics. The motion graph-
ics were designed to fill in holes of
information that seemed too minimal
to put in the script like paint colors,
materials, and specifications.
DIT’s branding combined the best el-
ements from UPtv and Lowe’s’ visual
identity system: Sans serif type and
vibrant, blue hues.
Sans serif type in both logos
Tiffany and Navy blue make:
+
DI I
GRAPHICS
POST
PRODUCTION
cont.
“Sweet, simple,
and fun”
- Nia Smalls, Designer

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Sweet, simple, and fun - those were the three words used to guide the visual direction of the print ads.
We captured UPtv’s moments and Lowe’s products in use.
DIT’s branding combined the best elements from UPtv and Lowe’s’ visual identity system:
PRINT ADS
+ +

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SOCIAL MEDIA
The DIT interstitials will air on UPtv’s social
media sites, Facebook and Instagram.
The #DoItTogether hastag will encourage
audiences to join in the movement with their
own projects at home. By inspiring creativity
and togetherness, DIT turns home improve-
ment into a family bonding activity.
#DOITTOGETHER

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Newlyweds share their
stories on Season 1 of
Our Wedding Story
Popular couple from
Season 1 returns to
complete DIT project.
Interstital airs during
Season 2.
DIT Project is posted
onto social media
with the hashtag,
#DoItTogether
Couples share their
own DIT home
improvements with
#DoItTogether.
Fans buy tools and
materials, featured in
interstitial, in-store to
create unique projects.
CONSUMER JOURNEY
The Do It Together movement inspires fans to improve
their own living spaces and to celebrate doing so.
DIT makes the makes small home tasks fun and inviting.
Consumption
Interaction

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The Holiday Mini Build carries the theme of the DIT movement in-store.
Given a time limit, couples will compete in a
gingerbread house-building competition.

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The challenge was to write a VO that
encapsulated the energy and set the tone
for the mini build experience.
The script utilized the personalities of the
couples while generating awareness and
excitement for the event.
“This was an
interesting
challenge...”
- Morgan Lee, Copywriter
WRITING

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The branding for the Holiday Mini Build came from the
laser cutting process. Since we had to be careful not to let
the letters create holes in the wood panel, our type had to
take on a more utilitarian aesthetic. We thought the types’
allusion to construction perfectly fit the gingerbread house
competition.
SET DESIGNDIRECTION
Jasmine Martin led the team for the filming of the
Holiday Mini Build. To prepare for the role, we
researched competitve televsion shows and made
notes of what we wanted to demonstrate in the
Mini Build.
“For the Holiday Mini Build,
my preproduction process
consisted of storyboarding
and shotlisting.”
-Jasmine Martin, Director
PRE-PRODUCTION

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ON SET
The shoot was successful with four cameras - two of the
cameras were stationary and the other two were handheld.
The handheld cameras provided a close up experience and
gave more personal tone to the promo. The stationary
FILMING
cameras were able to catch all of the action. For music,
the director chose to use two instrumental Christmas songs,
one more suspenseful at the beginning, then turning into the
second piece which was more upbeat and uplifting.

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POST-PRODUCTION
The editing of the film was
matched with the voice over script
to form a fast-paced, high-energy
tone for the piece. Jasmine and
Shannon combed through each
piece of footage to get the very
best content for the final edit.
EDITING

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POST-PRODUCTION cont.
The Holiday Mini Build graphics were inspired by the laser cut sign
designed for the promo. Animated diagnols and swiping ellipses kept
the composition dynamic and energetic.
GRAPHICS

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SOCIAL MEDIA
The competition will be live streamed on UP TV
and Lowe’s social medias. With #HolidayMiniBuild,
fans can take part in the social media challenge
and share their own gingerbread houses.
#HOLIDAYMINIBUILD

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Newlyweds share their
stories on Season 1 of
Our Wedding Story
UPtv and Lowe’s host
Holiday Mini Build in
stores during the
holiday season
Competitions are
streamed live on social
media with the hashtag,
#HolidayMiniBuild
#HolidayMiniBuild is shared
on Instagram and Facebook,
encouraging fans to share
their own gingerbread homes
CONSUMER JOURNEY
The Holiday Mini Build is just what audiences will need to join in the
holiday spirit. The wholesome family-oriented history of gingerbread
houses made them the perfect vessel for audiences to interact with.
Consumption
Interaction

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Marriage comes with a variety
of challenges, whether couples are
building their home or finishing
major projects together. Lowe’s and
UPtv can help inspire newlyweds to
look at these challenges with joy and
play. It’s just one of the many ways
where we can show people how to
make life a little sweeter.

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Morgan Lee
Executive Producer . Writer
B.F.A Branded Entetainment 2019
“Jesus, coffee, and work - in that order”
Jasmine Martin
Director . Producer . Editor
B.F.A Branded Entetainment 2019
“Sweet home, Alabama”
Makumbi Muleba
Director . Producer . Editor
B.F.A Branded Entetainment 2019
“It’s all gonna be good, man. Boom, quicktime”
Nia Smalls
Creative Director . Designer
B.F.A Branded Entetainment 2019
*dance shuffles in and out of frame*
Shannon Davis Forsyth
Professor . Sage Guide
Meet the Team
Over the course of 20 weeks, our team
researched, ideated, and executed all
content for the campaign. Between
coffee dates, roundtables, and writing
sessions, we were able to creatively
collaborate with one another to
develop a project that each of us
are proud to be a part of.
Under the supervision of Prof. Davis
Forsyth, our processes and designs
were advanced to a professional
level of completion. She demonstrated
industry practices and invited film and
TV professionals into the classroom to
share their work with us.

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SPECIAL THANKS TO
Actors
Elizabeth Keyes
Akash Parikh
Donovan Lynch
Ana-Lauren Adderley
Shalaka Churai
Adarsh Santosh
Mini Build VO
Michael Smalls
Visiting Guest Speakers
Scot Safron and Ty Johnson
Kelly Whaley
The sweet ambition of youth
Anyone who wasn’t involved in the
project, but stayed quiet during the
mini build shoot.
And this guy, who
never stopped smiling

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